The Container Store's full page national newspaper ad, brought to life by five of The Container Store's stakeholders, promotes the retailers new, purpose-focused marketing campaign. (Graphic: Business Wire)

DALLAS--(BUSINESS WIRE)--The Container Store Group, Inc. (NYSE: TCS), today launches its new
purpose driven marketing campaign focused on its values-based approach
to business and Conscious Capitalism. The retailer kicked it off today
with full page national newspaper ads and with videos on the company’s new
YouTube Channel. The Container Store was also named today on FORTUNE
magazine’s list of 100 Best Companies To Work For® for the 15th
consecutive year.

The retailer’s message doesn’t tout its current elfa Sale or its storage
and organization solutions. Instead, it’s centered on the question “What
If Everyone Associated With a Business Could Thrive?” – highlighting
one of the core tenets of the Conscious Capitalism movement, the
Stakeholder Model, that says when an organization makes decisions that
positively impact ALL of its stakeholders, simultaneously – that is when
a business and everyone associated with it are most successful.

The message is brought to life by five of The Container Store’s
stakeholders in full page ads in The Wall Street Journal,The
New York Times and USA Today and in videos on the retailer’s
blog – whatwestandfor.com
– and its YouTube channel, which also debuted today. The ads and videos
are part of the company’s commitment to communicating its culture and
unique way of doing business. The creative will be integrated in The
Container Store’s direct mail, email, in-store materials and through its
social media channels including its blog, whatwestandfor.com,
throughout 2014. Featured in the ads are: Employee – Kevin Postell;
Customer – Amy Harman; Vendor – Hardeep Melamed, in.bag purse and
jewelry organizers; Community Partner – Dr. Sandra Chapman, Founder and
Chief Director of Center for BrainHealth at The University of Texas at
Dallas; and Shareholder – Jon Sokoloff, Managing Partner of private
equity firm Leonard Green & Partners.

“We feel strongly that business doesn’t have to be a zero-sum game –
someone doesn’t have to lose for someone else to win. When organizations
lead with and make decisions based on love, ensure all of its
stakeholders are fulfilled and successful, well, research has shown that
those are some of the most financially successful businesses,” said Kip
Tindell, Chairman and Chief Executive Officer of The Container Store.
“This approach isn’t altruism. It’s capitalism – done in a conscious
way. The result is a culture, for The Container Store, that drives the
value of our business – the CULTURE drives the value.”

The Container Store, known for its culture of putting employees first,
was lauded by FORTUNE magazine – with the #28 spot on its annual best
workplace list. Two-thirds of the list’s tally is based on an anonymous
employee survey called the Employee Trust Index.

“It’s as thrilling as ever to sustain our position on this
employer-of-choice list. I’m so proud of our employees across the
country who I think are the best in retail and who work to astonish our
customers every day with not only great service and solutions but that
demonstrate a genuine and thoughtful approach to all that they do,” said
Tindell. “If you’re going to take on the responsibility of being
someone’s employer, you should feel an obligation to create an inspiring
and nurturing environment where people enjoy getting out of bed and
coming to work every morning alongside other great people. We hope these
new ads and videos help illustrate how we do this at The Container
Store.”

About The Container Store

The Container Store, the nation’s leading retailer of storage and
organization products, opened its first store in Dallas in 1978 and
currently has 63 locations across the country. The Container Store has
over 10,000 products to help customers save space and, ultimately, save
them time. The retailer offers free closet design services every day in
its stores and online using elfa®, the premiere shelving and
drawer system. Visit www.containerstore.com
for more information about store locations, the product collection and
services offered. To find out more about The Container Store’s unique
culture, Foundation Principles and devotion to Conscious Capitalism,
visit the retailer’s blog at www.whatwestandfor.com.